Define your constants - the timeless customer needs that will never change
Bezos philosophy: invest in solving customer needs that will still exist in 10 years, not chasing trends. Run needs analysis to map functional, social, emotional needs across your ICPs. Rank by importance, frequency, and market size/competition. Identify 3-5 constants that will always matter. Filter all product decisions through this lens - only build features that improve your constants. This prevents shiny object syndrome and creates sustainable competitive advantage by going deeper on fundamentals.
When to use
When defining product strategy or evaluating new features, when team is getting distracted by trends (AI features, competitor copycat features), when you need framework to say 'no' more often, or when preparing roadmap decisions. Best for focused products with clear value proposition.
Don't do this
Confusing constants with table stakes - constants are things you can always go deeper on (Amazon: lower prices, faster delivery). Also avoid if market is genuinely shifting (rare) and you need to adapt core value prop. Don't use as excuse to ignore all innovation.
1 Founder Who Did This
Ran needs analysis, mapped customer needs, identified 4 constants: quality talent, accurate role fit, fast time-to-hire, low cost. All product/feature pitches must map to one of these constants. AI features only approved if they improve a constant (AI improves talent quality, process accuracy, speed to match).